Elevating your share of voice in the digital World @ MAZ Business Social 05 June 2015

“Elevating your share of voice in the Digital World”

Presented by:Stephen Dube

ANZ Digital Products

• www.dailynews.co.zw• www.weekendpost.co.zw• Business Live• News on the Go• Social Media

ADAPT OR PERISH (DIE)

• Technology has put business in the digital age.• The world is quickly becoming digital.• People are consuming digital content every second.• Companies now recognize importance of digital.• Marketing departments should adapt quickly or their businesses die.• Digital offers potential to marketers and consumers alike.• Digital Ecosystem: A community mediated through the Web

DIGITAL INSIGHTS

Zimbabwe: Digital Realities

11,4million active mobile subscribers. 340 000 active fixed subscribers. 6,2million internet subscriptions in 2014. 47.5% internet penetration rate in 2014 (was 15.7% in 2011 & 0.4% in 2000). 6,911km total national internet fiber optic cables. Around 2million Facebook users. 90.3% mobile penetration rate. Most businesses are using digital media but ROI is almost ZERO.

Every Minute on the Internet

DIGITAL MARKETING ELEMENTS

DIGITALMARKETING

TRENDS IN THE MARKETING MIX

Digital Marketing: Benefits

Cost effective than traditional marketing and advertising Gives fans/viewers/readers a chance to share content. Campaigns can run longer, and can be integrated with other campaigns Campaigns are easier to adjust or stop. Easy to target right audience and connect with them directly. Promote brands beyond geographical boundaries. Instant feedback from customers. Easy to track; highly measurable. Flexibility and can be executed almost immediately.

But one of the main benefits of conducting your marketing digitally is the ease with which results can be tracked and monitored. Rather than conducting expensive customer research, you can quickly view customer response rates and measure the success of your marketing campaign in real-time, enabling you to plan more effectively for the next one.

The bottom line is, the digital age is here, and those businesses that fail to adapt to the new marketing climate are at great risk of going extinct sooner rather than later.

DIGITAL MARKETING ELEMENTS

DIGITAL MARKETING STRATEGY

WEBSITE

Should be:• Interactive• Responsive• user-friendly• Content based publication

CONTENT is KING

CONTENT MARKETING

• Single most effective strategy for SEO.• Pictures.• Editorials.• Videos.• Audio.• Cartoons.

CONTENT brings TRAFFIC

TRAFFIC brings $$ or High (ROI)

More effective than traditional marketing Global content supply is 27,000,000pieces per day – Yours should compete Limited readers; Be 1st, comprehensive, read & viewed more. Create awesome visuals: pictures gets better ENGAGEMENT than text. Bite-sized (easy-to-read snippets) content is more valuable. Call to action (CTA), eg to download, sign-up, share, like, email, retweet, etc Written in a conversational tone that connects with targeted audience.

CONTENT MARKETING

CONTENT = TRAFFIC = $$$ or High ROI

SEARCH ENGINE MARKETING

• SEO and SEM on Google, Yahoo, Bing, etc; PPC advertising

SEO & SEM

MPU300pi x 600pi

Skyscrapper300pi x 250pi

Page Takeover

Leaderboard728pi x 90pi

Island728pi x 90pi

Display/Banner Advertising

Display advertising is graphical advertising on the World Wide Web that appears next to content on web pages, emails, etc. These ads, often referred to as banners, come in standardized ad sizes, and can include text, logos, pictures, or more recently, rich media.

Newspapers; Magazines; Blogs; Catalogues

SOCIAL MEDIA MARKETING

What is social media?

• Increased Brand Recognition.• Improved brand loyalty. • More Opportunities to Convert. • Higher conversion rates.• Higher Brand Authority.• Increased Inbound Traffic.• Decreased Marketing Costs. • Better Search Engine Rankings.

Social media marketing refers to the process of gaining traffic or attention through social media sites.

Share a coke campaignVideo clip

Web Analytics Tools

1. Measure Data: measures site the traffic, page views, clicks. (Perfomance) 2. Tweak: Apply data analysis to improve customer service.

make use of free or relatively cheap offerings like Google analytics,

Measure and tweak

Benefits of using Web Analytics Tools

How are we competing with other companies?Benchmark yourself to know if you're winning audience.

What are competitors doing to succeed?Leverage competitive intelligence.

What should we do to improve and how?Implement customized SEO and site recommendations to increase the value of your site.

Is the current strategy working?Monitor real traffic to ensure your strategy is optimized and your budget well spent.

Measuring Performance of campaigns

SESSIONS: Total number of Sessions within the date range. A session is the period time a user is actively engaged with your website, app, etc. All usage data (Screen Views, Events, Ecommerce, etc.) is associated with a session.

USERS: Users that have had at least one session within the selected date range. Includes both new and returning users.

PAGEVIEWS: Pageviews is the total number of pages viewed. Repeated views of a single page are counted.

PAGES/SESSION: Pages/Session (Average Page Depth) is the average number of pages viewed during a session. Repeated views of a single page are counted.

The average length of a Session

BOUNCE RATE: Bounce Rate is the percentage of single-page visits (i.e. visits in which the person left your site from the entrance page without interacting with the page).

% NEW SESSIONS: An estimate of the percentage of first time visits

Web Analytics ToolsGoogle Analytics Terms

Thank you!

Stephen DubeSales and Marketing (Online)04-798820 | 0772 432 611dubes@dailynews.co.zw | www.dailynews.co.zw

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